Beyond the buzzwords: How can manufacturers
better support specifiers?

Collaboration, early engagement, and education.

All familiar phrases when it comes to discussing specification. But what do they mean in practice? And how can manufacturers better support the professionals responsible for making product decisions throughout the design process?

This webinar, hosted by School of Specification, brings together practising architects, architectural technologists and other specifiers to discuss how product decisions are made, what information is genuinely useful at different project stages, and how manufacturers can become trusted technical partners rather than simply product suppliers.

Chaired by Kate Perrin, Marketing Director at Barbour ABI, and featuring a panel of practicing architects, architectural technologists and other specifiers alongside John Ramshaw, Technical Editor at Architecture Today, this webinar will provide marketers with direct insight into the challenges, frustrations and opportunities that shape manufacturer-specifier relationships today.

Whether you work in product management, technical, specification, marketing or communications, you’ll gain a clearer understanding of how manufacturers can contribute more effectively to the design process by providing the right information, expertise and support at the right time.

Topics covered will include:

• The current specification landscape: what’s changing, what’s creating pressure for specifiers, and where manufacturers can provide genuine value.
• What “early engagement” really looks like in practice and where manufacturers have the greatest opportunity to influence decisions.
• How specifiers discover, assess and shortlist products today.
• What information specifiers need at different stages of a project and where manufacturers most commonly fall short.
• What separates trusted technical partners from manufacturers perceived as simply trying to sell.
• Common frustrations that prevent productive manufacturer-specifier relationships.
• Practical ways manufacturers and suppliers can improve engagement and add value.

Register today to hear directly from the people influencing specification decisions and gain practical insight into how your brand can build stronger relationships, provide greater value and improve specification outcomes.

Speakers:

• Kate Perrin, Marketing Director at Barbour ABI

Date: Wednesday 16th September 2026
Time: 11 am
Platform: AT Webinar Platform

We hope you can join us, however, if you are unable to attend, register in advance to receive the free, on-demand recording as soon as it becomes available.

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